This study adopts a comparative research method to explore the business and localization strategies of the three international food delivery platforms e-commerce in Taiwan and interprets the differences and commonalities of their model development. Finally, this paper discusses the practical implications and suggestions for future research and manufacturers who want to enter Taiwan's food delivery platform market.
Researchers of food delivery e-commerce platforms in Taiwan have discussed subsidy strategies, customer satisfaction, convenient motivation etc., which belong to the customer or outside perspective. Therefore, this article aims to explore the insight of the business strategy and localization strategy of three food delivery platforms in Taiwan.
This research involved a survey comprised of three sets of interviews. Three managers of three different food delivery companies in Taiwan participated in the study. The qualitative analysis of the interviews was conducted through a comparative analysis approach and VRIO model to indicate the competitive advantage of three food delivery companies.
The results of this study showed the business model and localization strategies from three food delivery companies. To conclude, this study may be of importance in showing the different and common factors of business strategies from company insight, finding out the comparative advantages of each company.

ABSTRACT................................................................................................................... I LIST OF TABLE ........................................................................................................ IV CHAPTER 1 INTRODUCTION ...................................................................................1
1.1 Research Background and Motivation.............................................................1
1.2 Research Purpose and Question.......................................................................2 CHAPTER 2 LITERATURE REVIEW ........................................................................3 2.1 Localized Versus Standardized Strategy .........................................................3 2.1.1 Advantages & Disadvantages of Localization..............................................3 2.1.2 Advantages & Disadvantages of Standardization.........................................4 2.2 Business Model of Food Delivery Platform ....................................................7 CHAPTER 3 METHODOLOGY ..................................................................................8 3.1 Research Design and Participants....................................................................8 3.2 Research Instrument.........................................................................................8 3.3 Data Collection Procedure ...............................................................................9 3.4 Data Analysis .................................................................................................11 3.5 Research Review and Ethic ...........................................................................12 CHAPTER 4 RESULTS ..............................................................................................14 4.1 Research Findings and the Background of the Company A, B, C.................14 4.2 Revenue Model of On-line Food Delivery E-commerce Company ..............14 4.3 Food Delivery E-commerce Company-A ......................................................15 4.3.1 Business Strategy ........................................................................................15 4.3.2 Localized Strategy ......................................................................................17 4.4 Food Delivery E-commerce Company-B ......................................................18
4.4.1 Business Strategy ........................................................................................18
4.4.2 Localized Strategy ......................................................................................19 4.5 Food Delivery E-commerce Company-C ......................................................21 4.5.1 Business Strategy Market Strategy .............................................................21 4.5.2 Localized Strategy ......................................................................................22 4.6 Results of Qualitative Research .....................................................................24
CHAPTER 5 DISCUSSION........................................................................................25 5.1 Comparison of Three Food Delivery Platforms in Taiwan ...........................25 5.1.1 Comparison of Business Strategies.............................................................25 5.1.2 Comparison of Localized/ Standardized Strategy.......................................26 5.2 VRIO Analysis...............................................................................................27
CHAPTER 6 CONCLUSION......................................................................................32 REFERENCE...............................................................................................................34 APPENDIX (INTERVIEW CONTENT) ....................................................................36

Aaker, D. A., & Joachimsthaler, E. (1999). The lure of global branding. Harvard business review, 77, 137-146.
Aaker, D. A., & Shansby, G. (2001). Positioning your product. Marketing: Critical Perspective on Business and Management, 1.
Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions: International advertising and global consumer culture. International journal of Advertising, 29(1), 37-56.
Ann, L. K., Camilla, V., Clemente, C., Corinne, S., Ed, J., Jaime, P., ... Tony, S. (1996). Lionbridge [website]. Retrieved from https://www.lionbridge.com/zh- hant/content-transformation-services/translation-localization/
Barney, J. B., & Hesterly, W. S. (2009). Strategic management and competitive advantage: Pearson Education Upper Saddle River, NJ.
Cavusgil, S. T. (1996). Pricing for global markets. The Columbia Journal of World Business, 31(4), 66-78.
Douglas, S. P. (1986). Global marketing myopia. Journal of Marketing Management, 2(2), 155-169.
Frenken, K. (2017). Sustainability perspectives on the sharing economy. Environmental innovation and societal transitions, 100(23), 1-2.
Ger, G. (1999). Localizing in the global village: Local firms competing in global markets. California Management Review, 41(4), 64-83.
Guba, E. G., & Lincoln, Y. S. (1994). Competing paradigms in qualitative research. Handbook of qualitative research, 2(163-194), 105.
Haron, A. (2016). Standardized versus localized strategy: The role of cultural patterns in society on consumption and market research. Journal of Accounting & Marketing, 5(01).
Schor, J. (2014). Debating the Sharing Economy. Great Transition Initiative [web blog post]. Retrieved form:
http://www.greattransition.org/publication/debating-the-sharing-economy.
Kwortnik, Jr. R. J. (2003). Clarifying Fuzzy Hospitality-management Problems with Depth Interviews and Qualitative Analysis. Cornell Hotel and Restaurant Administration Quarterly, Vol. 44, No. 2, pp. 117-129.
Levitt, T. (1983). The globalization of markets. Harvard Business Review 61: 92- 102.
Melewar TC, Saunders J (1999). International corporate visual identity: Standardization or localization? Journal of International Business Studies 30: 583-598.
Narayandas, D., Quelch, J., Swartz, G. (2000). Prepare your company for global pricing. MIT Sloan Management Review 42: 61-70.
Viswanathan, N. K., Dickson, P. R. (2007). The fundamentals of standardizing global marketing strategy. International Marketing Review 24: 46-63.
Walk, K. (n.d.). How to write a comparative analysis [web blog post]. Retrieved from
https://writingcenter.fas.harvard.edu/pages/how-write-comparative-analysis
Yeh, C. Y. (2013). The Effects of Mobile Advertising Content and Communication Effect on Mobile Purchasing Intention. (Unpublished master’s thesis). Chung Yuan Christian University, Taoyuan.